How Attribution Works
Attribution in LightLead works by matching rows from ad sources with CRM rows based on UTM tags and other identifiers.
Overall process
- Loading ad data — LightLead pulls data from the ad account: campaigns, ads, spend, clicks, impressions, UTM tags
- Loading CRM data — LightLead pulls data from the CRM: deals, leads, contacts with UTM tags and other fields
- Matching — the system looks for correspondences between ad rows and CRM rows based on the specified UTM fields
- Metric calculation — business metrics are computed from the matched rows: ROAS, CPL, Match Rate
- Output — the report is written to a Google Sheet
Matching principle
Matching happens through UTM tags. An ad row contains the UTM tags with which the ad was shown. A CRM row contains the UTM tags that were preserved as the user came through.
The system compares the UTM field values in the ad row and the CRM row. If the values match on the specified fields, the rows are considered matched.
Matching modes
LightLead supports three matching modes with 12 presets:
Strict
All specified UTM fields must match. Provides maximum accuracy, but yields the lowest Match Rate.
Balanced
Some fields must match, the rest are optional. The optimal balance between accuracy and coverage.
Loose
A partial match of fields is enough. Maximum coverage, but ambiguous matches are possible.
More details: Match Modes.
What happens after matching
Once the system has found matches, for each ad (or campaign) the following are calculated:
- Matched Deals — the number of CRM deals linked to this ad
- Matched Revenue — the total revenue from those deals
- CPL (Cost Per Lead) — the cost of acquiring one deal: Spend / Matched Deals
- ROAS (Return on Ad Spend) — return on investment: Matched Revenue / Spend
Row types in the result
- Matched — an unambiguous correspondence was found between the ad and the CRM
- Unmatched — no correspondence was found
- Ambiguous — multiple potential correspondences were found